Of all the things we expected to happen in 2020, being at drupa this week seemed like a safe bet. Yet here we all are, not putting on our most comfortable business shoes (in fact, I do wonder how many of us are padding around in bare feet and pajamas!) and not readying ourselves for the technology, sales, industry news and general excitement of being in a drupa hall. No doubt, our drupa PR and marketing plans were well underway before we learnt that the show was being postponed and, although the timeline is somewhat longer than expected, those plans will still be in place. However, with the gaping drupa-shaped hole left in our calendars this year, how can we ensure that we are communicating to the media and, ultimately, customers in an effective and impactful way?

In fact, there are many ways to plug the drupa PR and marketing gap this year and here are just a few activities that will do just that:

1. Virtual Media Briefings or Press Conferences – Yes, we would have loved to have been on a busy stand with the media, showing them the latest technology first-hand and answering their questions face-to-face, but a virtual alternative certainly has its advantages. If you still have a good message to communicate, news to share, or an important company update to provide, the media may be able to give you a bit more time and attention over a video call than they would have done if we were all in Dusseldorf right now. A virtual event to launch your news can also be highly effective, with the opportunity to unveil your news and answer media questions there and then.

2. Social Media Campaigns – Regular, insightful digital content is going to be crucial this year and ensuring that your social media profiles are active provides a much-needed alternative to face-to-face conversations. No, we can’t stop our colleagues and friends as we pass them in an event hall this month, but we can send them technical information, share our news and engage in conversations on the latest trends and challenges over numerous social media channels.

3. Media Buying – All businesses are facing huge challenges this year, but maintaining as much of your advertising spend, or alternative commercial support, as you can in 2020 will be vital for our much-loved industry publications. If you didn’t have any commercial activity in place this year, then now is a great time to consider the options available that can help communicate your key messages, showcase your products or drive traffic to your website.

With just these 3 key points, this list is of course not complete. However, hopefully it will help those in need of some inspiration this week to think about the other ways we can stay connected during this time. The print industry is creative and resilient so, despite this strange ‘weren’t we meant to be somewhere else?’ feeling we’re experiencing right now, we know that companies will be pressing on as best they can this year. For our part, we’ll be helping as many as possible maintain their profiles in the media, share their news and communicate with customers and prospects. Just in a different way than we had imagined!